"I think 2002 or 2003, one of the packages was a learn-to-ride package" at the Black and Blue Ball, a charitable auction for muscular dystrophy, Robert said. Mike purchased one for him.

What challenges do your dealership face?

"We sell fun," Robert said. "When people are uneasy about the economy, it's probably going to be one of the first things to be pushed to the wayside."

Still, the brothers keep busy with the task of managing the dealership. Mike mostly handles sales and service, while Robert takes care of parts, accessories, clothes and the Rider's Edge program, a course on motorcycle riding and safety.

"We've taught people who have never ridden before, never been on the back of a motorcycle. We've taught them how to ride," Robert said.

The program provides bikes to participants, a roughly 500cc model that are "made to take abuse."

"'Cause they get dropped a lot," he said.

Does the dealership keep you busy?

"I haven't worked this many hours or this hard, basically, since law school," Robert said.

His brother's sentiment was similar.

"There's a lot of work involved," Mike said.

The brothers grew up in Michigan, and both were living in Wisconsin before moving to Battle Creek -- Mike was a financial planner, and Robert a lawyer. The dealership brought them back.

"We're Midwestern people, we wanted to stay in the Midwest," Mike said.

Do you like riding?

"I don't think you could do this and not enjoy riding motorcycles," Mike Moakley (in orange shirt) says. "You've got to have that bond, that passion that your customers have."